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Commissioned in 1997 by MAX (Marketing the Arts in Oxfordshire), published by the Arts Marketing Association, supported by the National Lottery through the Arts Council of England

In September 1997, MAX (Marketing the Arts in Oxfordshire) was awarded a grant of £240,000 by the Arts Council of England's 'Arts for Everyone' scheme to implement a series of research and audience development initiatives which would lead to a deeper understanding of how to develop young audiences between the ages of 15 and 19. This report has been written to share MAX's experiences and findings.

MAX - Marketing the Arts in Oxfordshire - is an arts marketing agency primarily concerned with audience development in Oxfordshire and throughout the southern region. MAX assists organisations and companies to maximise their audiences and therefore increase their own earning potential in the most cost-effective ways. MAX aims to provide a sound infrastructure for arts marketing in the region to develop the overall market for the arts.